New ways of communicating are revolutionising the beauty experience
Cosmetics brands are using new communication methods to put themselves in the spotlight, reach more consumers and provide a better beauty experience.
In our digital era, where image reigns supreme, brands are using new technologies and mastering new ways of attracting the spotlight to make each product launch and innovation a full-blown event. An entire world of communications – real and virtual – is created around a product to provide consumers with the best possible experience.
Better service, broader reach
Our brands don’t only offer consumers innovative, effective and aesthetic products, they also showcase them through all-new services and experiences. For example, Maybelline New York uses tutorials and mini-series to create a buzz while also providing connected young women with valuable application tips. The highly visual short digital formats – mostly videos – are shared extensively and enjoyed by a wide audience on social networks.
As for augmented reality, it allows consumers to virtually try out makeup, skincare and hair colour products. NYX Professional Makeup was the first brand to seize the opportunity, by creating a dedicated application for consumers to virtually try out makeup products using ModiFace technology. L’Oréal Paris and Maybelline New York followed suit with an application that allows consumers to virtually try out products or looks.
Big brands make waves
The Group’s big brands, which promote strong values – inclusion, diversity and femininity – support women engaged in a number of causes by organising special events. At the same time, to anchor their identities and cultivate authenticity, they are strengthening their roots in their native cities.
The L’Oréal Paris fashion show on the Seine, in Paris, which was broadcast live on social networks worldwide, was open to the public and accessible to everyone, in line with the Group’s mission, which promotes Beauty for All. It was also a great opportunity for L’Oréal Paris to reach new consumers by showcasing women and the brand.
The four-day Maybelline House event held during New York Fashion Week also made big waves on social networks, particularly with younger consumers across the globe.
Products can also attract audiences thanks to all-new partnerships, like the L’Oréal Paris X Isabel Marrant makeup collection. This strategic partnership strengthens the brand’s high-end positioning, with consumers looking for increasingly premium cosmetics products.
Betting on exclusiveness and uniqueness
In addition to all-new events, the brands also galvanise their communities through exclusive promotions or unique events and products. For example, Essie organised gifting campaigns and a “National Nail Care Day” at the beginning of summer. These events are a fun way to present products and services in a new light. Moreover, L’Oréal is also encouraging its distributors to reinvent the beauty experience in the mass market. The Group collaborated with Casino to launch “Le Drugstore Parisien”: a novel concept store for urban consumers. In Shanghai, L’Oréal and Watsons partnered to open a concept store focused on makeup. At the “ColorLab”, professional makeup artists provide customers with advice and makeovers.
